Creating Wine Promotions That Pay Off

People think the role of today's sommelier is solely to lovingly develop a wine list and to enlighten customers to its wonders during service. Ask any somm—after they're done laughing, they'll tell you nothing could be further from the truth. As the role of the sommelier continues to evolve, not only have managerial responsibilities become de rigueur, but also frequently include developing and implementing wine promotions that move bodies, bottles and dollars through the restaurant....